Tailoring a product to the local market
Competitors were rapidly entering an emerging and prospering super premium pet food segment.
With an existing product in another geography, our client was potentially in a strong place to capitalise.
Understanding the local context and nuance was essential to a successful launch.
The existing product required a number of changes to give it the appropriate local fit.
The packaging required re-imagining as well as stylistic changes, more in keeping with local culture.
Subtle differences in purchase triggers between the markets meant that communication messaging needed a change of emphasis.
The immediate launch was delayed.
The time was used to develop more appropriate pack imagery as well as create a new campaign vehicle – all working to ensure increased success at launch.